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Analytical CRM: Developing and Maintaining Profitable by Markus Wübben (auth.) PDF

By Markus Wübben (auth.)

ISBN-10: 3834912786

ISBN-13: 9783834912787

ISBN-10: 3834981214

ISBN-13: 9783834981219

The ever-increasing quantity of individual-level shopper information generated by means of loyalty courses opens new views for patron dating administration (CRM). but, contemporary analyses have proven that an enormous fraction of CRM initiatives fail to bring the great on the base line. one of many major purposes for this hassle is that those information require complex analytical processing to completely leverage their capability (“analytical CRM”). examine and perform are nonetheless in its early phases with appreciate to analytical CRM.

Markus Wübben makes a speciality of analytical CRM for constructing and holding buyer-seller relationships in non-contractual settings, i.e. settings, within which buyer-seller relationships are usually not ruled through a freelance that predetermines the financial price and/or size of the connection. it is a universal situation for plenty of companies equivalent to outlets, resorts, and airways. utilizing empirical analyses at the foundation of sound theoretical foundations, the writer indicates how purchaser relationships may be broadened, that means how consumers’ cross-buying habit may be motivated and the way shoppers’ courting size and intensity, i.e. consumers’ task and purchase-levels, may be estimated. ultimately, he derives implications for study and practice.

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109). 1). 2) Other market-based assets include brands, channels, knowledge about competitors and customers and networks. See Srivastava et al. (1998) and Doyle (2000) for an extensive overview. 20 2 Fundamentals of Customer Relationship Management where t =time index, n =lifetime of the customer, AC =acquisition cost, Ct =contribution margin at time t (revenues - cost), and d =discount rate. For contractual settings, CLV is often computed using a retention model (Berger and Nasr 1998). 2). The retention model explicitly includes a probability that the customer will purchase in a given time period.

1996), others see it as an antecedent of customer loyalty mediated by switching costs that cross-buying behavior induces (Kamakura et al. 2003). Thus, both views support the idea that cross-buying is important for customer loyalty. See also (Bolton et al. 2004, p. 273). In addition to purchase behavior, CLV is influenced by non-purchase behaviors that are more difficult to observe and predict, such as word-of-mouth behavior (v. Wangenheim 2003) and the provision of new product ideas (Bettencourt 1997).

Nevertheless, they find that the firm’s website performs well in retaining customers. Many studies analyze the effect of customers’ perceptions on the length of a relationship. Among all perceptions, customer satisfaction (Oliver 1997) has been studied the most with the common result that satisfaction positively influences relationship length (Bolton 1998; Crosby and Stephens 1987; Ganesh et al. 2000; Gustafsson et al. 2005; Ngobo 2005; Walsh et al. 2005). Further, positive evaluations of customers’ price perceptions positively influence relationship length (Lambrecht and Skiera 2006; Peng and Wang 2006; Thomas et al.

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Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings by Markus Wübben (auth.)


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